How to Create a Social Media Content Plan in 5 Steps

Are you feeling overwhelmed by social media designs, channels, and analytics? A well-structured social media content plan can simplify your efforts. Discover how to create a plan that transforms your social media strategy into success.

Why is a social media plan important?

Why should you invest time in a social media plan? Is it just another trend? The answer is no. A social media plan is crucial for several reasons.

How can it save you time?

A clear plan lets you know what to post each day. This avoids the last-minute scramble for content. With a well-organised content calendar, you'll save hours otherwise spent brainstorming ideas, creating materials, and scheduling posts. Imagine being able to focus on other crucial aspects of your business. The time saved can be redirected to areas that require your attention more urgently.

How does it save your business money?

A strategic social media plan serves multiple business objectives automatically. It helps build brand awareness, attract traffic to your website, and ultimately drive revenue—all while saving costs. For example, a well-targeted advertising campaign can attract more clients at a lower cost than traditional marketing methods.

How does it allow you to improve?

A social media plan documents your current activities. Why is this important? It serves as a visual guide. If you notice poor performance in a month or two, you can easily identify what strategies or content types aren’t working and adapt accordingly. This is a fantastic way to refine your approach and improve engagement.

How does it make your efforts count?

When every post has a purpose tied to your objectives, your social media efforts become meaningful. You know exactly why you are sharing a behind-the-scenes photo or an informative infographic. This clarity ensures you are not just posting for the sake of posting. It underscores the importance of strategic thinking in your social media journey.

Step 1: What are your objectives?

Why are you on social media? What are your primary goals? Setting clear objectives is the cornerstone of a successful social media strategy. Do you want to increase sales? Maybe you're looking to grow your team? Perhaps reducing hiring costs is a priority? Getting clarity on these objectives will inform your entire strategy.

Select your key objectives. At Willow, we categorise them into four main areas:

📢 How will you promote your brand?

How will you generate leads?

How will you attract future employees?

How will you build your audience?

Step 2: What key performance indicators (KPIs) will you set?

How do you measure success? Establishing KPIs based on your objectives is vital. KPIs will guide your assessment of performance later on.

Here are a few common KPIs that can help successful businesses, but choose those that best suit your goals:

1. What are your conversion metrics?

- Revenue generated

- Sales conversion rate

2. How will you track reach?

- Follower growth

- Impressions

- Website traffic

3. How will you measure engagement?

- Engagement rate

- Shares, comments, and likes

- Clicks and click-through rate

Step 3: What types of content should you define?

Your objectives will inform the types of content you share in your social media content plan. For example, if you aim to generate leads, consider promoting an e-book or whitepaper. Similarly, if attracting talent is your goal, sharing workplace photos or employee testimonials can be effective.

For more content ideas, see this comprehensive list of content types.

At Willow, we provide you with this list, forming the basis of your social media plan. Each content type should directly align with your objectives, so you don't lose sight of what's crucial.

Make sure every content type includes a clear call to action (CTA). This will drive actual conversions rather than just engagement metrics.

Step 4: How will you set up your calendar?

You can't simply throw content types onto your calendar haphazardly. A structured approach is necessary; this is where the 3-3-1 rule comes in handy.

What is the 3-3-1 rule?

This rule dictates that for every promotional piece you share, you should also share three original posts and three curated posts throughout the month.

- Promotional content showcases your service or business.

- Original posts may include blog articles, videos, or tips that provide real value to your audience.

- Curated posts involve sharing relevant articles, videos, or blogs from trusted sources within your industry.

Next, consider your posting frequency. How often should you post?

How frequently should you post?

Striking the right balance is crucial. Posting daily may overwhelm your audience, while posting weekly may not be frequent enough. Aim for a variety of content 3-4 times a week. This can vary based on audience behaviour, competition, and available resources.

💡 A long-form piece of content, such as a blog or video made once a week, can be complemented by 2-3 shorter, engaging posts. This variation can help maintain audience interest.

💡 If your content is highly valuable, it may justify less frequent posting. This approach keeps your audience engaged without overwhelming them.

A well-balanced social media calendar might look something like this:

Step 5: How will you create templates?

You're nearly finished. Your objectives shape your plan and your content calendar is structured. All that's left is to think about how your posts will look.

Creating new posts from scratch each time can waste both time and effort. If you haven't started using Canva, now's the time to begin.

For posts that recur, such as product highlights or customer testimonials, find a template on Canva. Modify the colours and add your logo. When it’s time to schedule, simply tweak the text and images before adding them into your scheduling tool.

Et Voila!

You are now well-prepared for whatever social media challenges arise. Next steps include:

• Creating compelling content from this plan (follow our step-by-step guide)
• Engaging actively with your community on social media
• Converting your social media audience into leads (explore these lead generation ideas)